Visual Merchandising
“Merchandising is not just about showcasing products; It’s about creating and experience that speaks to the heart of the customer.”
Peak Preperation
We execute twelve full floorsets annually, four of which are major seasonal transitions. No time tests a merchant team more than the third week of October, when massive unit shipments arrive across the fleet.
One particular challenge involved executing our largest holiday floorset in a location that was just a quarter the size of the average store. The store layout demanded a high level of density (80k Units in 12k square ft. without compromising balance or visual appeal.
By collaborating closely with the team, we delivered a compelling and shoppable set—achieving the necessary density while maintaining brand standards and a premium customer experience.
High Emotional Impact
When we set out to design the stage for one of our premier flagship stores, one of our guiding principles was to create an emotional connection to the product.
The goal was not simply to show him what he might want to wear, but to inspire what he would want to do in it.
Whether it’s long hikes—off-grid, urban outings or evenings around a campfire with friends and family, the experience needed to feel authentic and aspirational.
Flexing in the Moment
Our Valley Fair location has historically been a cornerstone in the district for menswear. When we saw a dip in performance, we knew we needed to act quickly ahead of the upcoming Father’s Day peak.
We created a curated men’s capsule collection to drive sales of underperforming chinos, showcasing them in a variety of styled outfits and supported marketing.
The result? A 30% lift in performance that weekend.
Presentation Standards
One of our locations had been struggling to maintain brand presentation standards. We paused to assess the situation and held a focused discussion around the root causes preventing consistency.
As expected, the issues were multifaceted—ranging from staffing and scheduling challenges to gaps in training plans and closing procedures.
We developed clear, actionable direction for each root cause. As a result, the store now consistently meets brand standards and maintains expectations over time.
Experience
Visual Operations & New Store Opennings
Led visual operations for 4+ new store openings and remodels across Utah, including Herriman, West Valley, Spanish Fork, and Cache Valley.
New store launches have been among the most demanding and rewarding experiences in my visual merchandising career. I've supported opening efforts with teams ranging from 45 to over 200 employees, ensuring brand standards and operational excellence from day one.
Building the Leadership Pipeline
It all starts with people—and it took time (and some hard-earned lessons) to fully understand the power of that truth. Over my 15+ years in retail leadership, I’ve mentored and developed talent across the district.
I’ve proudly promoted three leaders into General Manager roles, and over a dozen into Assistant Visual Manager positions—preparing each of them to take their next steps in the merchandising space.
Utah District Visual Workshops
I facilitate weekly calls with over 50 visual leaders across the Utah district.
These workshops provide clarity on company initiatives and directives, address store-specific challenges, and align teams around clear, actionable goals.
They’ve become a key part of how we stay connected, adaptable, and focused in a fast-changing retail landscape.
Collaboration with Buyers & HQ
My stores have regularly hosted visits from senior leaders—including buyers, regional directors, and the Head of Stores.
These visits are opportunities to align store-level execution with HQ visual strategy and surface real-world challenges in the field.
I’ve also traveled to our San Francisco headquarters to collaborate with concept teams and the mock store environment—ensuring the Utah District and Pacific Northwest region deliver best-in-class execution.
High-Volume Manager
As General Manager at the Jordan Landing location—one of the top 200 volume stores in the company—I oversaw one of the highest-performing stores in the state.
Beyond day-to-day operations, I relocated too multiple stores to stabilize underperforming locations, rebuild foundational routines, and establish sustainable visual processes and sales performance.
